The consumers' perception of the brand; its character, qualities and shortcomings. It is developed over time and operates as a consistent theme through advertising campaigns.
The route the ownership of the product transfers from the seller to the buyer; it may be a single transaction or pass through others such as wholesalers, distributors, agents and retailers.
A small number of people from the target market brought together to discuss a particular product; produces qualitative data about their preferences and opinions.
A good or service sold at below cost price to bring customers into the shop with the intention that, once there, they may purchase full-priced items too.
Collecting information about the customers' needs, wants and preferences that will help the business to make design, production and marketing decisions.
The coordination of activities that ensure that customers get what they want, in the amounts they want, when they want it and at a price that suits them.
Opportunities to communicate information about the product in the place where it is sold (retail outlet); window displays, hanging signs or shelf signs.
Managing the relations with groups such as consumers, the media, pressure groups or investors to present a favourable impression and generate interest.
Fixing a low price when a new product is first introduced (into an established market) so that the product gains market share quickly. Once the product is established, the price is then raised so that profit is increased.
Setting a very high price when a product (often technology item) is first introduced to the market in relatively small numbers; only those who can afford to pay high prices to own the latest models will be able to purchase the product. The price is later reduced so that others can afford to buy.
Collecting information first-hand direct from the public; field research including surveys, questionnaires and testing designed specifically for the market/product.
Developing the features that set a product apart from others in the market (such as benefits, style, price) and using that as part of advertising and promotion.
The stages through which a product travels during its journey from being an idea to being old and dated: research and development, introduction, growth, maturity, decline.
Collecting information about potential customers' opinions and preferences about the attributes/characteristics/properties of a product; open questions allow respondents to express their own views by not limiting their responses.
Using sampling techniques such as surveys where the findings are expressed numerically; closed questions allow a limited choice of responses and are easy to turn into statistics for analysis.
Breaking the whole market for a product into different groups or types of consumers with similar needs/wants/characteristics; enables the marketing mix to be designed to meet their needs more precisely.
A tool for analysing the contribution made by each product in a business' product portfolio. It plots each product's position according to its market share and the rate of growth of the market.